Leadership is an achievement of trust.

Promotion should not be more important than accomplishment, or avoiding instability more important than taking the right risk.

True marketing starts...with the customer, his demographics, his realities, his needs, his values. It does not ask, "What do we want to sell?" It asks, "What does the customer want to buy?"

The purpose of an organization is to enable ordinary humans beings to do extraordinary things.

An institution which is financed by a budget - or which enjoys a monopoly which the customer cannot escape - is rewarded for what it deserves rather than what it earns. It is paid for 'good intentions' and 'programs'. It is paid for not alienating important constituents rather than satisfying any one group. It is misdirected by the way it is being paid into defining performance and results as what will produce the budget rather than as what will produce contribution.

Important decisions are risky. They should be controversial. Acclamation means that nobody has done the homework.

Leaders shouldn?t attach moral significance to their ideas: Do that, and you can?t compromise.